MILANO SAKE EXPERIENCE
MILANO SAKE EXPERIENCE (formerly known as the Fuori Milan Sake Challenge) is a sake tasting event aimed to let as many Italians as possible familiarize with Japanese sake and deepening their knowledge. Among the sakes exhibited at MILANO SAKE CHALLENGE, unopened sakes that approved in advance by the sakaguras will be open to the public for tasting.*
In 2024, approximately 1,000 people attended the event, with 60% being B2B professionals such as restaurant owners, sommeliers and buyers, and 40% general consumers. The aim was to promote Japanese sake in the Italian market from various angles.
The MILANO SAKE CHALLENGE 2025 Awards Ceremony will be held on the same day and at the same venue prior to the event. Medias, sake sommeliers, and buyers will be invited to the awards ceremony, providing an opportunity to widely introduce the winning sake
*Unopened sakes are stored at 0°C in a dedicated refrigerated warehouse in Milan until the day of the event. We take utmost care in preserving the quality to ensure that visitors can enjoy your precious sake properly.
SAKE TASTING EXPERIENCE
Sake Sommeliers, who also serve as judges for the MILANO SAKE CHALLENGE, will be in charge of each stand, serving sakes and providing explanations.
SAKAGURA BOOTHS
Sakaguras can showcase their signature sakes at their stands, directly communicating the unique characteristics and appeal of their brands to visitors. It is also a good opportunity to have visitors taste each sake and get feedback.
MASTERCLASSES
The event will feature over 20 seminars aimed at digging deeper into the complex world of sake, some of which will be held in collaboration with sakaguras.
We will organize a collaboration dinner with several popular restaurants in Milan for the sakaguras that participated in sakagura booth (additional cost applies). The sakaguras will provide their selected sake brands to each restaurant, and the chefs will create dishes that go well with the sake, allowing them to experience pairing. This dinner event will be introduced to the media as part of the MILANO SAKE EXPERIENCE.
